Clean & Green Singapore X The Singaporean Dream: #SYTWL
Licensing, Conceptualization, Artwork, Activation
As part of Clean & Green Singapore’s 2023 “Say Yes to Waste Less” (SYTWL) sustainability initiative, the team from the National Environment Agency (NEA) and The Singaporean Dream partnered to create an exclusive co-branded campaign, booster pack, and pop-up activation to engage audiences through a meaningful and fun-filled experience.
The theme of the campaign was to be Singapore’s top Eco-warrior, embodying the core messages of reducing wastage and reducing disposables in our daily lives. This cumulated in a Tournament event where over 120 participants came to play The Singaporean Dream with this exclusive pack, and challenged each other to be Singapore’s top Eco-warrior.
The theme of the campaign was to be Singapore’s top Eco-warrior, embodying the core messages of reducing wastage and reducing disposables in our daily lives. This cumulated in a Tournament event where over 120 participants came to play The Singaporean Dream with this exclusive pack, and challenged each other to be Singapore’s top Eco-warrior.
What we did: We partnered with NEA and their creative agency, DSTNCT, to bring the message across of leading a more sustainable life in a fun and interactive way leveraging our card game, The Singaporean Dream, to create a new bespoke Booster pack, and a nation-wide The Singaporean Dream championship tournament.
#SayYestoWasteLess Booster Pack
We created and conceptualised an exclusive #SayYestoWasteLess Booster Pack which can be played with our card game, The Singaporean Dream. The Booster Pack conveyed several key messages and benefits of leading a more sustainable life such as bringing your own resuable cups/containers and ordering and buying just enough, along with highlighting NEA’s Say Yes to Waste Less partners such as Starbucks and LUSH seamlessly within the artwork. We also developed a new character, the “Eco-warrior” along with the 2 special dreams that is compatible with our existing The Singaporean Dream gameplay.
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The Singaporean Dream Championships – Eco-warrior Edition.
NEA’s #SayYestoWasteLess campaign culminated in a nation-wide The Singaporean Dream tournament organised at The Mind Café on 17th March 2023 where participants got the chance to play The Singaporean Dream with the new Booster pack for the first time. The tournament brought together over 120 participants with the winner walking away with the grand prize of a 10th Generation iPad, and everyone at the event having a good time and taking away the limited edition booster pack along with the key campaign messages.
NEA’s #SayYestoWasteLess campaign culminated in a nation-wide The Singaporean Dream tournament organised at The Mind Café on 17th March 2023 where participants got the chance to play The Singaporean Dream with the new Booster pack for the first time. The tournament brought together over 120 participants with the winner walking away with the grand prize of a 10th Generation iPad, and everyone at the event having a good time and taking away the limited edition booster pack along with the key campaign messages.
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